@CommandanteBLN 1 October 15

Content Marketing Success

@CommandanteBLN 2 October 15

Hi, we are Commandante Berlin. In case you don’t know yet, we do Content Marketing since 1998.

Strategy

Design

Distribution

Brand

First, what is

«CONTENT MARKETING» ?

3 @CommandanteBLN October 15

@CommandanteBLN 4 October 15

Content Marketing

A holistic approach focused on creating and distributing valuable content to attract and retain a clearly-defined audience

– and, ultimately, to drive profitable customer action.

First, it’s necessary to understand the effects of the digitalization

@CommandanteBLN 5 October 15

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 6 October 15

BVDW und Google, „Global Connected Consumer Study“, Mai 2014, http://goo.gl/mYbz0B

8 Mio people in Germany use a computer, tablet and smartphone

27%

31% 7%

14% 5%

1% <1% 20%

77%

50%

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

Multiscreening leads to shared attention

0

20

40

60

80

100

120

140

2009 2010 2011 2012 2013 2014

Mobile ads

Desktop ads

@CommandanteBLN 7 October 15

$133

$117

$100

$85

$70

$59

Investments in digital marketing encourage competition

KPCB, „Internet Trends 2015“, 27. Mai 2015, www.kpcb.com/internet-trends

+125%  

Bill.

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 8 October 15

Statistic Brain Research Insitute, 2. April 2015, http://www.statisticbrain.com/attention-span-statistics/

Decline in attention span

Decline of 3.35 seconds on average

0  

8.25  

12  

2015

2000

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 9 October 15

More than 80% of people in Germany are already online

BVDW und Google, „Global Connected Consumer Study“, Mai 2014, http://goo.gl/mYbz0B

0

20

40

60

80

100

120

16-24 25-34 35-44 45-54 55-64 65+

Online usage, Germany (2014)

Ø 82%  

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 10 October 15

Using 2.4 web-enabled devices on average

BVDW und Google, „Global Connected Consumer Study“, Mai 2014, http://goo.gl/mYbz0B

0

0.5

1

1.5

2

2.5

3

2012 2013 2014

Number of web-enabled devices, Germany (2012 - 2014)

1.7

2.2

2.4

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 11 October 15

Every people

upload 1 hour of video content

share 10 million photos

post 2.1 billion photos

tweet 500 million messages

second hour

day month

Viktor Mayer-Schöneberger und Kenneth Cukier, „Big Data“, John Murray Verlag, 2013

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 12 October 15

0

1

2

3

4

5

6

2010 2011 2012 2013 2014 2015

Mobile

Desktop / Laptop

Other devices

3.2 3.7

4.3

4.9 5.3

5.6

Increased digital media consumption

KPCB, „Internet Trends 2015“, 27. Mai 2015, http://www.kpcb.com/internet-trends

Consumption in hours per day

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 13 October 15

Edelmann, “Verbraucher wollen von Marken stärker eingebunden werden”, 2013, http://www.edelman.de/de/studien/articles/brandshare

of people in Germany think brands do it well

of people in Germany want brands to share

Customers want to participate

87% 7%

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

@CommandanteBLN 14 October 15

GlobalWebIndex Q1-Q4 2013, German Social Networkers aged 16-64 , https://goo.gl/WtbGDy

0% 10% 20% 30% 40% 50% 60%

passive

rate

socialise

create

comment

share

Online behavior of social media users shows a tendency to share

Effects of the digitalization

•  Increased fight for attention

•  Shift into digital channels

•  Changed media usage behavior

Sharing branded content is highly correlated with

«THE INTENTION TO PURCHASE OR RECOMMEND»

15 @CommandanteBLN October 15

Edelmann, „BRANDSHARE 2013“, www.edelman.de/de/studien/articles/brandshare

@CommandanteBLN 16 October 15

Brands need to create relevant content to keep in touch with people

Brand

17 @CommandanteBLN October 15

We call it

« CONTENT MARKETING »

@CommandanteBLN 18 October 15

Strategy

Design

Distribution

Three steps to success:

Brand

   

@CommandanteBLN 19 October 15

Big idea! We help to detect your target group’s interest and, based on the results, develop a central idea.

1Strategy

@CommandanteBLN October 15

Premium content We develop tailor-made formats, across platforms, and in contemporary design.

2Design

20

@CommandanteBLN 21 October 15

Premium content Take advantage of our network. We make sure you get in touch with the right partners– whether it’s for film, text or image.

2Design

@CommandanteBLN 22 October 15

The right mix We help to distribute content across platforms using the right mix of paid, owned and earned media.

3

Distribution

Brand

@CommandanteBLN 23 October 15

Performance measurement Data analysis allows a detailed, specific and fast optimization of your content marketing – thereby we always keep an eye on the ROI.

@CommandanteBLN 24 October 15

Benefits

New customers and customer loyalty

Improved operating results

Increased awareness

@CommandanteBLN 25 October 15

Example

You are planning an event

Costs: 200,000 EUR Reach: 400

Event

500 EUR / Contact

@CommandanteBLN 26 October 15

Use this opportunity to generate content for your content marketing

Content

•  Texts •  Images •  Videos •  Competitions

Event

Example

Costs: 200,000 EUR Reach: 400

500 EUR / Contact

@CommandanteBLN 27 October 15

Earned Media Owned Media •  Blog posts •  Social media •  Emails Paid Media •  Search engine

marketing •  Influencer relations •  Public relations

Costs: 160,000 EUR Reach: 7.5 Mio

0.021 EUR / Contact

Increased awareness at relatively low additional investment

Event Content

•  Texts •  Images •  Videos •  Competitions

Example

Costs: 200,000 EUR Reach: 400

500 EUR / Contact

Why us?

@CommandanteBLN 28 October 15

2011

Best of Corporate Publishing Digital Media, B2C

2010

Best of Corporate Publishing Best Crossmedia Solution, B2C

2009

Best of Corporate Publishing Corporate Book

2008

Lead Award Web Magazine

2007

Lead Award Web design of the year

We have a proven dedication to help our clients to excel

@CommandanteBLN 29 October 15

Interested?

We offer a free market analysis. For more information, get in touch!

@CommandanteBLN 30 October 15

CONTACT

Toni Kappesz / CEO toni@commandante.org facebook.com/commandante www.commandante.org

Commandante Berlin Schröderstr. 11 10115 Berlin Germany Tel :+49 (0) 30 84 71 21 08-0 Fax :+49 (0) 30 27 87 426-66